An increase in the number of over 50s in Devon drinking excessively has promoted a new health campaign to be launched

Drink Wise, Age Well – the over 50s alcohol project which has a base at Wat Tyler House in Exeter - is attempting to raise awareness of the stigma older people feel around talking about their alcohol use.

Drink Wise, Age Well has launched a new campaign to reduce alcohol consumption in over 50s

It includes a new online film called Vintage Street that looks at how difficult life transitions can lead to harmful drinking.

It shows tough later life realities that could lead any one of us to drink more than we should.

A major study for Drink Wise, Age Well when it was first established revealed 40 per cent of those aged 50 plus said they drank because of retirement, 26 per cent said it was due to bereavement 20 per cent put it down to a loss of sense of purpose.

The survey of 16,700 people also revealed one in five people aged 50 plus who drink do so at a level that increases their risk of harm.

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It also found 80 per cent of respondents at increased risk from their drinking had never been asked about their alcohol use by family, friends, or a health professional.

Julie Breslin, head of the Drink Wise, Age Well programme said: “Significant cultural changes and an ageing population means harmful drinking in the over 50s is showing up in national statistics as never before.

“Increasing alcohol consumption in our ageing population has been well documented, but the reasons behind it less so. Approximately one in three older adults with an alcohol problem first develop it later in life, often for changes we will all go through. Retirement and bereavement can leave older adults feeling isolated and drinking at home to cope.

40 per cent of those aged 50 plus said they drank because of retirement

“We hope this film will highlight to friends, families, peers and partners of older adults who drink problematically that there are sometimes understandable reasons why they do so. It might even make people stop and think that older relatives could be drinking, but keeping it hidden to avoid the shame.

“There is particularly strong stigma around drinking later in life, preventing people from getting the help they need to live healthier lives.”

To view the thought-provoking film shot in the style of a nature documentary click here. It is also where help and support can be found.